Question 1

Which of the following is NOT considered as a fundamental need that a customer may have in a service setting?

Accepted Answer

A) Fairness 
B) Respect 
C) Mood 
D) Security 
E) Esteem 
A) Fairness 
B) Respect 
C) Mood 
D) Security 
E) Esteem

Question 2

As a result of being high on uncertainty avoidance, Asian consumers are likely to:

Accepted Answer

A) be highly brand-name conscious and brand loyal 
B) show a greater insistence on quality 
C) be active users of reference groups and opinion leaders 
D) a and c 
E) a, b and c 
A) be highly brand-name conscious and brand loyal 
B) show a greater insistence on quality 
C) be active users of reference groups and opinion leaders 
D) a and c 
E) a, b and c

Question 3

In a service encounter, customers as well as employees have a role to play and the satisfaction of both parties depends on:

Accepted Answer

A) role ambiguity 
B) role conflict 
C) cognitive effort 
D) role congruence 
E) scripts 
A) role ambiguity 
B) role conflict 
C) cognitive effort 
D) role congruence 
E) scripts

Question 4

Many high-contact services are being changed into low-contact services through the use of technology or the Internet.

Accepted Answer

A) True 
 B)False

Question 5

Experience attributes can be evaluated prior to purchase while search properties can only be evaluated during consumption.

Accepted Answer

A) True 
 B)False

Question 6

For a high-contact service, which of the following is the least important in shaping customer perceptions?

Accepted Answer

A) Ability of customer service personnel to answer questions 
B) Authority of customer service personnel to rectify problems 
C) Cleanliness of service facility 
D) Corporate websites 
E) Comfortable seating 
A) Ability of customer service personnel to answer questions 
B) Authority of customer service personnel to rectify problems 
C) Cleanliness of service facility 
D) Corporate websites 
E) Comfortable seating

Question 7

How do customers measure their satisfaction with a service's credence attributes?

Accepted Answer

A) By comparing perceived performance with desired performance 
B) By comparing perceived performance with their zone of tolerance 
C) By determining whether tangible cues contradict their expectations 
D) By measuring their levels of arousal and positive affect 
E) By measuring the outcome of the search and choice process 
A) By comparing perceived performance with desired performance 
B) By comparing perceived performance with their zone of tolerance 
C) By determining whether tangible cues contradict their expectations 
D) By measuring their levels of arousal and positive affect 
E) By measuring the outcome of the search and choice process

Question 8

The evaluation of a service is ongoing during the process but the most significant evaluation can only take place after the event.What factors can be used to assess the post-encounter stage of the service?

Accepted Answer

The post-encounter stage of a service ca

Question 9

In a collectivist culture, the emphasis in relationship is NOT on:

Accepted Answer

A) dependence 
B) conformance 
C) consideration of the individual 
D) consideration of the ingroup to which one belongs 
E) interdependence 
A) dependence 
B) conformance 
C) consideration of the individual 
D) consideration of the ingroup to which one belongs 
E) interdependence

Question 10

After graduation, you and your friend plan to start a marketing consultancy business.Discuss the risks your potential customers may perceive about buying services from your business and how you may try to reduce those risk perceptions.

Accepted Answer

Potential customers may perceive several

Question 11

In a high-risk purchase situation, which of the following statements is incorrect?

Accepted Answer

A) Western consumers tend to go through an extended information search process. 
B) Asian consumers tend to be more passive consumers than Western consumers. 
C) Asian consumers tend to use only internal information sources. 
D) Western consumers tend to consider all attributes of each brand. 
E) Asian consumers may prevent the problem recognition stage from occurring. 
A) Western consumers tend to go through an extended information search process. 
B) Asian consumers tend to be more passive consumers than Western consumers. 
C) Asian consumers tend to use only internal information sources. 
D) Western consumers tend to consider all attributes of each brand. 
E) Asian consumers may prevent the problem recognition stage from occurring.

Question 12

Which of the following is NOT valued in a feminine culture?

Accepted Answer

A) Caring for others 
B) Nurturing roles and attitude 
C) Quality of life 
D) Performance 
E) Maintenance of warm personal relationships 
A) Caring for others 
B) Nurturing roles and attitude 
C) Quality of life 
D) Performance 
E) Maintenance of warm personal relationships

Question 13

Lack of prior experience with the service often decreases a consumer's perceived risk in purchasing and using that service.

Accepted Answer

A) True 
 B)False

Question 14

Think of a service that you have recently bought.Discuss the stages that you went through in making that purchase and relate your experience with a typical model of a customer's decision process.

Accepted Answer

Recently, I purchased a subscription to

Question 15

Which of the following statements is true?

Accepted Answer

A) Satisfactorily resolved critical incidents can enhance brand loyalty. 
B) Critical incidents have a significant impact on customer satisfaction. 
C) Customers are not always right and can exhibit bad behaviour. 
D) Critical incidents can occur pre- and post-consumption and during the service process. 
E) All of the above 
A) Satisfactorily resolved critical incidents can enhance brand loyalty. 
B) Critical incidents have a significant impact on customer satisfaction. 
C) Customers are not always right and can exhibit bad behaviour. 
D) Critical incidents can occur pre- and post-consumption and during the service process. 
E) All of the above

Question 16

Understanding customers' intrinsic needs and values is part of:

Accepted Answer

A) pre-purchase phase 
B) service-encounter phase 
C) post-purchase phase 
D) all of the above 
E) none of the above 
A) pre-purchase phase 
B) service-encounter phase 
C) post-purchase phase 
D) all of the above 
E) none of the above

Question 17

The extent to which a culture exhibits feminine or masculine traits is one of Hofstede's dimensions of cultural values.

Accepted Answer

A) True 
 B)False

Question 18

When attempting to buy a gift at an exclusive jewellery store, you notice that older well-dressed individuals are being served before you.Discuss this situation in terms of 'understanding customer's psychological needs and values'.

Accepted Answer

This situation can be understood in term

Question 19

Which of the following refers to a society in which the hierarchy is strong and power is centralised at the top?

Accepted Answer

A) Lower power distance 
B) Low uncertainty risk. 
C) Higher power distance 
D) Low uncertainty risk 
E) All of the above 
A) Lower power distance 
B) Low uncertainty risk. 
C) Higher power distance 
D) Low uncertainty risk 
E) All of the above

Question 20

Which of the following is NOT a disadvantage of a highly scripted service?

Accepted Answer

A) Consumers often see it as a set of 'mindless behaviours'. 
B) Customer requests are often not appropriate for highly scripted responses. 
C) It is good for responding quickly to varying customer needs. 
D) Often little attention is paid to incoming information. 
E) Some customers prefer unscripted encounters. 
A) Consumers often see it as a set of 'mindless behaviours'. 
B) Customer requests are often not appropriate for highly scripted responses. 
C) It is good for responding quickly to varying customer needs. 
D) Often little attention is paid to incoming information. 
E) Some customers prefer unscripted encounters.

Which of the following is NOT considered as a fundamental need that a customer may have in a service setting?

As a result of being high on uncertainty avoidance, Asian consumers are likely to:

In a service encounter, customers as well as employees have a role to play and the satisfaction of both parties depends on:

Many high-contact services are being changed into low-contact services through the use of technology or the Internet.

Experience attributes can be evaluated prior to purchase while search properties can only be evaluated during consumption.

For a high-contact service, which of the following is the least important in shaping customer perceptions?

How do customers measure their satisfaction with a service's credence attributes?

The evaluation of a service is ongoing during the process but the most significant evaluation can only take place after the event.What factors can be used to assess the post-encounter stage of the service?

In a collectivist culture, the emphasis in relationship is NOT on:

After graduation, you and your friend plan to start a marketing consultancy business.Discuss the risks your potential customers may perceive about buying services from your business and how you may try to reduce those risk perceptions.

In a high-risk purchase situation, which of the following statements is incorrect?

Which of the following is NOT valued in a feminine culture?

Lack of prior experience with the service often decreases a consumer's perceived risk in purchasing and using that service.

Think of a service that you have recently bought.Discuss the stages that you went through in making that purchase and relate your experience with a typical model of a customer's decision process.

Which of the following statements is true?

Understanding customers' intrinsic needs and values is part of:

The extent to which a culture exhibits feminine or masculine traits is one of Hofstede's dimensions of cultural values.

When attempting to buy a gift at an exclusive jewellery store, you notice that older well-dressed individuals are being served before you.Discuss this situation in terms of 'understanding customer's psychological needs and values'.

Which of the following refers to a society in which the hierarchy is strong and power is centralised at the top?

Which of the following is NOT a disadvantage of a highly scripted service?

Marketing in the service economy

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Exam 2: Customer behaviour, culture and service encounters

Which of the following is NOT considered as a fundamental need that a customer may have in a service setting?

As a result of being high on uncertainty avoidance, Asian consumers are likely to:

In a service encounter, customers as well as employees have a role to play and the satisfaction of both parties depends on:

Many high-contact services are being changed into low-contact services through the use of technology or the Internet.

Experience attributes can be evaluated prior to purchase while search properties can only be evaluated during consumption.

For a high-contact service, which of the following is the least important in shaping customer perceptions?

How do customers measure their satisfaction with a service's credence attributes?

The evaluation of a service is ongoing during the process but the most significant evaluation can only take place after the event.What factors can be used to assess the post-encounter stage of the service?

In a collectivist culture, the emphasis in relationship is NOT on:

After graduation, you and your friend plan to start a marketing consultancy business.Discuss the risks your potential customers may perceive about buying services from your business and how you may try to reduce those risk perceptions.

In a high-risk purchase situation, which of the following statements is incorrect?

Which of the following is NOT valued in a feminine culture?

Lack of prior experience with the service often decreases a consumer's perceived risk in purchasing and using that service.

Think of a service that you have recently bought.Discuss the stages that you went through in making that purchase and relate your experience with a typical model of a customer's decision process.

Which of the following statements is true?

Understanding customers' intrinsic needs and values is part of:

The extent to which a culture exhibits feminine or masculine traits is one of Hofstede's dimensions of cultural values.

When attempting to buy a gift at an exclusive jewellery store, you notice that older well-dressed individuals are being served before you.Discuss this situation in terms of 'understanding customer's psychological needs and values'.

Which of the following refers to a society in which the hierarchy is strong and power is centralised at the top?

Which of the following is NOT a disadvantage of a highly scripted service?

Marketing in the service economy

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters